WELCOME
www.iyi.org
HOUSEKEEPING
Cell phones, silent please.
Questions. Feel free anytime!
Please sign In or give me a business card.
Introductions: Who are you? Tell us about it!
 Name
 Title
 Organization Name
 What does your organization do?
 What do you hope to learn today?
 What is your biggest marketing challenge?
MARKETING 101
The Basics
DEFINE THE TERMS
Please take a moment to jot down your definitions:
MARKETING
ADVERTISING
BRANDING
DEFINING THE TERMS
MARKETING: The total of activities involved in the
transfer of goods or services from the producer or seller
to the consumer or buyer, including advertising, shipping,
storing, and selling. (Your Tool Box)
ADVERTISING: To announce or praise (a product,
service, etc.) in some public medium of communication
in order to induce people to buy or use it: to advertise a
new brand of toothpaste. (A Tool)
BRANDING: A trademark or distinctive name identifying
a product or a manufacturer. A product line so identified:
a popular brand of soap. A distinctive category; a
particular kind: a brand of comedy that I do not care for.
(A Tool)
The Myths
You have to be a big to do marketing!
You have to have a lot of money!
I don’t have time to do marketing!
I need to be fundraising in everything I do!
You can do everything in-house for less!
You can get volunteers to help do marketing projects!
You can’t afford professional services!
FREE is for me!
The Truth
You can be any size and be successful!
You need to commit a dollar amount whatever it is!
Create a marketing committee!
Branding builds Friends, Friends Raise Money!
Doing it in-house can cost more in time and money!
Volunteers are not always there when you need them.
Many professional organizations that assist non-profits!
You get what you pay for!
It Starts with Your Mission
What is your mission?
Who does it speak too?
What does it really say?
Is it something people can remember?
How do you use it?
Examples? Who wants to share?
Building a marketing, advertising and branding plan
around your mission just makes sense!
A MARKETING THERORY
Marketing any product or service takes time, energy,
good ideas and money.
Most nonprofits are so concentrated on raising money
they don't feel they have time to think about establishing
or maintaining their community image, or trying to market
their organization other than by "word or mouth" to let
people know what they are all about.
Many nonprofit's attitudes are based on a false hope that
because they are good and do good things money will
follow.
TEST THE THERORY
As a test to see how good you think you have been, start
first with your board of directors. Ask each individual
board member privately to tell you as if you were a
stranger all about the nonprofit they serve.
Time the person and see if they can talk to you for at
least five minutes. While this may sound easy, you would
be surprised how few can actually do this! Example?
With this in mind, ask yourself the question, "If the board
of directors can't even tell me about the nonprofit then,
what does the public truly know?"
MARKETING 102
A Raving Fan Model
DECIDE, DISCOVER, DETERMINE & DELIVER
Decide what you want!
Discover what they want & know.
Determine a strategy.
Deliver your message through people.
Do you having Raving Fans?
Step One
DECIDE WHAT YOU WANT
You are the source! It starts with you and your organization all being
on the same page starting at the board all the way down to the
volunteers
Develop a perfect vision of what you want your organization to be.
(Outline your perfect picture of your organization)
Be as specific as you can right down to the color of the walls if
necessary.
Write it down on paper. This will become your model for making
decisions about your marketing plan.
ITS YOUR MARKETING MISSION STATEMENT.
Step Two
DISCOVER WHAT THEY WANT
Unless you have your own vision how can you decide what the
customer wants?
Remember its hard to market your service if you can’t talk about it
with passion & vision.
Find out what the customer really wants! Ask questions and listen.
Don’t judge, just get the facts.
Your vision should fill in the gaps between their vision and yours.
Compromise is good, concession is not.
Lastly, know when to ignore the customers vision when necessary,
sending them somewhere else.
Step Three
CREATE A MARKETING PLAN
Create a marketing plan that puts your best foot forward,
using your vision and discovery model.
Determine what it is you are going to deliver and be the
best at it. Don’t try to be something you are not.
Tell your story as part of the total marketing plan,
advertise it verbally, and make it your brand.
Your marketing vision is what you want people to think of
when they hear your name.
DELIVER IT WITH PEOPLE!
DETERMINE
Determine what kind of marketing you are going to do:
Information Based
Who are we?
What do we do?
Why do we do it?
Why it’s is important.
Recruitment Based
Volunteers
Mentors
Clients
Board Members
Event Based
Fundraising
Friend-raising
Special Events
DELIVER IT WITH RAVING FANS
Public Speaking
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Create a speakers bureau!
Have others tell your story
Create an ambassadors committee
Educate your Staff, Board & Volunteers
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Can they tell your story for 5 minutes?
Then let them loose.
DO YOU HAVE RAVING FANS?
MARKETING 103
Back to Basics
DELIVER IT IN OTHER WAYS
Be Creative
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Use a skywriter?
How can you use a hot air balloon?
Sponsorships
Advertising
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Newspaper
Radio
TV
Email
Direct Mail
Website (This is Marketing 104)
Collateral Items
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Brochures
Banners
Posters
Specialty Items
COLLECT DATA
Collect Data in everything you do.
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Name
Email
Address
Birthday (without year)
Be creative. Ask things no one else does! Favorite Holiday?
Your list is the most important thing you have when it comes to
marketing.
Maintain it! Clean & Purge
Use it! Don’t Abuse It!
Every event, speaking engagement, meeting or social event is a
chance to get data.
Everyone is a data miner!
FOLLOW UP
Follow up is probably the most important aspect in the
data mining process. We all know it! Do we do it?
Use what you collected to follow-up in unique ways.
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Send a birthday card?
Send a candy bar or bag of tea?
Be sensitive to how much you contact people and how.
Provide an opportunity in the follow-up for giving Time,
Talent and Treasure.
Make it personal, if you can.
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Drop by on a winter day and fill their washer fluid! WHAT?
Don’t be afraid to do it in person!
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Individual
Groups
Take Clients or Staff
EVALUATE
Evaluate your success! Rediscover!
There is good in everything sometimes we just
have to look for it!
Rediscover what your audience thinks & knows
Measure it against your vision
If yes, then bookmark the idea to use again later.
If no, make adjustments.
MAKE ADJUSTMENTS
Don’t abandon the plan, tweak it.
Use VERB COMMANDS to change it!
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Make it bigger!
Make it hot
Change the package
Make it appeal to a specific group
Make it part of something else
MARKETING 104
Everybody Talks About the Web
YOUR WEBSITE AND MISSION SHOULD WORK TOGETHER
WEBSITE & MISSION
How They Work Together
WWW.IYI.ORG
What is a Mission Statement?
Mission statements are designed to provide direction
and thrust to an organization, an enduring statement of
purpose.
A mission statement acts as an invisible hand that
guides the people in the organization.
A mission statement explains the organization’s reason
for being, and answers the question, “What business are
we in?”
What is a Website?
Website should be designed to communicate your
organizations statement of purpose.
A Website acts as an visible hand that guides people
and offers a clear message into who and what you are.
A Website should explain your organization’s reason for
being, and answers the question, “What business are
you in?”
Working Together
Mission & Website?
Do your website & mission…..
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Effectively illustrate your purpose for being in business?
Communicate your message defining Who & What you are?
Speak to the right group?
Give you a sense of pride in your organization?
Do you tell people about them?
Do you use them and promote them to assist you in your efforts?
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Have value to your organization?
Create action or emotion?
Are they memorable?
WWW.IYI.ORG
Why Build a Website?
Your mission is the basis for your organizations reason for being.
Because someone asked why?
Why is always my first question
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Why is the basis for your whole site!
What do you hope to accomplish? Why?
What features do you need now? Why?
What feature do you want later? Why?
Some Answers to Why
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The guy down the street has one!
Everybody’s doing it!
Its cool, and it would be nice to have!
Just think we need one!
Because!
WWW.IYI.ORG
Why Know Why?
Why Not?
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Philosophy majors will tell you that there is only two right
answers to the question why?
Take the time to really know why before you start, it is just
smart!
Because
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Websites are expensive if you do not have a plan.
Not knowing why is just wasting time and effort.
Knowing why gives you a measuring stick for content.
Would you know why without a Mission Statement?
WWW.IYI.ORG
Who is the Site for?
Who is the Second Question
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Who is the site going to service?
How will they use it?
Who cares!
Who cares about what’s on your site?
People help support, what they help create!
Get input from the who.
What sites does your who visit now?.
Your Mission is based on who you service right?
Don’t Design for You, Design for Who!
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It’s not about you! Unless you are the who!
Keep who in mind every step of the way!
Is your mission about you or who?
WWW.IYI.ORG
What’s in a Website?
Determining What is Easy
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What does your mission say?
What is your message?
What are your services?
What does the “who” need to know?
The “What” is easy once you know “Why” and “Who”
WWW.IYI.ORG
Building a Website
It’s Like Creating a Mission
WWW.IYI.ORG
Easy to Read
Choose text carefully
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Script vs. Plain
Dark text on light backgrounds
Text size.
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12pt to 14pt no bigger!
Do not center body text
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Centering is for headlines and Poems.
Keep it easy for you and the designer
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Just like your mission your keep site simple, clean and clear so all
can enjoy and understand it
WWW.IYI.ORG
Keep it Simple
There are many reasons for keeping it simple!
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It downloads faster.
People leave it does not load quickly.
Simple= A clean look & feel.
Simple= Easy to manage and create.
Simple= Easy to maintain!
Remember to KISS IT!
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You all know what KISS means right?
WWW.IYI.ORG
Keep it Quick
15-20 Seconds to take off
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People will leave your site before it loads.
Animation and Flash
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Why? Because its cool!
Does it add value?
Is it important to the mission?
I don’t like the way it looks
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Function vs. Creative Expression
Remember it’s not about you!
Keep copy points short if possible
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Create downloads for large documents and forms
WWW.IYI.ORG
Easy to Navigate
Links: Labeled and Easy to locate
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It is what it is!
Down the left side
Easy to Understand
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Use terminology the user will understand.
Colors and links should be familiar
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Blue= unviewed link and Purple= viewed link
Other colors like Red are becoming more common place.
Find info in 3 clicks or less
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Don’t make me search. Remember quick is it!
WWW.IYI.ORG
Be Consistent
Fonts
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Use the same font from page to page.
Fonts are based on each person computer set. It may look
good to you but others see it as garble.
Colors & Backgrounds
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Don’t change every page
Sometimes its ok to call out different areas of your site
Picture sizes in galleries
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Size photo’s the same
Click to enlarge
Email addresses
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somebody@yourorganization.org
WWW.IYI.ORG
Easy to Find
Where’s Waldo
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Don’t be a Waldo!
Make it easy for people to find you!
“If I build it people will find me!”
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It’s a myth.
Promote your site
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Search Engines, Directories, Banner Ads
Links to others
Domain Name Trains- Keep it short
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www.thelongestnameicouldthinkofeverbeforeigottiredoftyping.com
Multiple URL’s when necessary.
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Misspellings
.com, .org, .net, .biz
WWW.IYI.ORG
Remember Your Friends
Give Credit Where Credit is Due
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IYI helped us build this great site!
Offer links to community partners.
Reference your donors and board members, its not about you!
Make your site a resource for everyone.
Promote other services & business that relate to you.
Develop partnerships with others to build future allies in tough times.
Be an ambassador for your community!
WWW.IYI.ORG
So You Have a Website
Let people know you have one
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Promote It. Tell everyone! (Do you keep your Mission a Secret?)
Advertise It!
Put on toilet paper!
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Search engines vs. promotion
Grow it.
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Take it where it needs to go for who it was designed for.
Ask for feedback.
Evaluate it.
Every month
Keep it fresh and new.
Add Features that assit you in your mission like…….
WWW.IYI.ORG
Online Donations
In 2003 online giving topped 100 million
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$25.00 to $50.00 dollars at a time.
Don’t expect “BIG” donations online.
A growing in comfort with online donations
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It’s still a trust factor
Its not for everyone
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Don’t be fooled by the numbers
National exposure and world crisis help inflate the numbers.
WWW.IYI.ORG
How Do I Do It?
Online Fundraising Handbook
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www.groundspring.org
It’s in your packet
You Still Need to Make the Ask!
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Online allows you a presence 24-7
It will never eliminate the personal ask
You have many different options.
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Percentage based options.
Fee based options.
FREE based options.
Nothing is FREE
WWW.IYI.ORG
Help with Online Donations
Look No Further!
www.clickandpledge.com
www.acceptiva.com
www.etransfer.com
www.networkforgood.org
www.paypal.com
www.kinterainc.com
www.groundspring.org
Contact IYI Youth Service Help Line (877) IYI-TIPS
WWW.IYI.ORG
Online Success Stories
www.redcross.org
www.habitat.org
www.donate.care.org
www.doctorswithoutborders.org
www.iyi.org
It’s not for everyone. Be Patient! It Takes Time.
WWW.IYI.ORG
Build it with Purpose
Remember
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Your Mission
Know Why
Know Who
What is Easy
Keep it Simple
Be Found
Promote It
Remember Your Friends
Be a Community Partner
Your Website is the definition of your mission on a 24-7 billboard
around the world. Make sure it sends the right message!
WWW.IYI.ORG
Web Tips
Websites That can Help
www.webmonkey.com
www.htmlhelp.com
www.web-source.net
www.werbach.com
There are many websites, to many in fact to
list here. Just type “html help” in your search
bar and have fun!
WWW.IYI.ORG
Friends of IYI
Here are just a few of the websites that have been built by
Rose and Rose using OneSite Technology.
Most are IYI Customers!
www.leadership3.org
www.ryans-place.org
www.stayinschool.biz
www.indianathunder.org
www.goshenfootball.com
www.achievingbettercommunities.org
www.lfsfamilies.org
www.ciswayneco.org
www.broadwayumcsb.org
www.familiesfirst-ec.org
WWW.IYI.ORG
Are We
About
Finished?
Brought to You By
Brock Rose
Rose & Rose Associates
brockrose@comcast.net
brock@roseandrose.biz
1305 Copley Ct.
Goshen, Indiana 46526
574-534-0750
www.roseandrose.biz